Product design brief

Before you design a product, it’s best to determine exactly what’s required. These ten headings can be the starting point for any product design brief and can be adapted to suit the individual needs of the project.


Provide an overview of the product, including its name, any key contacts/stakeholders involved in its development, critical timelines and budget.


If there’s an existing version of the product, evaluate its successes and failures. Why is a new version of the product being developed?

Business Objectives

List the business objectives of the product. What does the product aim to achieve?

Target Audience

Profile the target audience and describe some of their key tasks when using the product.

Marketing and Promotion

List the key messages of the product. Outline strategies for promotion.


Describe the product’s content in terms of source, structure, format and the process/frequency of updates.


Describe preferences for the design of the product (colour, style, format etc.) Refer to examples if required.


Detail any specific functional requirements of the product (notably for online products).

Looking Ahead

Outline any future strategies or changes for the product.


If required, add any extra comments that may not have been covered above.

A brief that includes this information will give you the detail and direction to design a product that best meets the needs and expectations of the client.